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# Sapio Research

## Sitemaps
[XML Sitemap](https://sapioresearch.com/sitemap_index.xml): Includes all crawlable and indexable pages.

## Pages
- [Beyond Surveys](https://sapioresearch.com/beyond-surveys-picking-the-correct-research-techniques-for-your-brand/): Most research reports follow a similar pattern: Start with a questionnaire, reach out to your audience, collect the data and present the big numbers.
- [Your new HR & learning insights partner](https://sapioresearch.com/your-insights-partner/): HR and learning technology companies have seen significant growth in their platform use cases due to AI adoption.
- [Code of Conduct](https://sapioresearch.com/code-of-conduct/): At Sapio Research we all share the same drive and passion – providing data confidence for all.   
- [‘Crunched by numbers’ – research report](https://sapioresearch.com/crunched-by-numbers-research-report/): And are typically ‘right-brained’, creative marketers being dragged into time-consuming, ‘left-brained’ analysis?
- [Consumer Pulse Surveys](https://sapioresearch.com/consumer-pulse-surveys/): Our new Consumer Pulse Surveys provide fast, affordable, high-quality consumer insights.
- [Thank you for booking a call!](https://sapioresearch.com/thank-you-for-booking-a-call/): We look forward to discussing your challenge and how we can support you.
- [Upcoming webinar: Designing effective surveys](https://sapioresearch.com/upcoming-webinar-designing-effective-surveys/): From the webinar, you will learn: 
- [Global Market Research](https://sapioresearch.com/global-market-research/): Your content here. See the "Page with Gutenberg Blocks to copy from" page in the backend for a variety of content blocks which you can copy-paste here.
- [Data 2 Story Terms and Conditions](https://sapioresearch.com/data-2-story-terms-and-conditions/): The following definitions and rules of interpretation apply in these Conditions:
- [Increase/decrease a number by a percentage](https://sapioresearch.com/increase-decrease-a-number-by-a-percentage/): This calculation helps businesses and researchers predict changes in key metrics, analyse trends, and set realistic targets to ensure informed decision-making.
- [What percentage is one number of another?](https://sapioresearch.com/what-percentage-is-one-number-of-another/): This calculation helps compare values and express them as a percentage of a whole, making it essential in performance analysis, benchmarking, and reporting.
- [Percentage increase/decrease between two numbers](https://sapioresearch.com/percentage-increase-decrease-between-two-numbers/): Percentage change is a key metric in tracking growth, trends, and performance shifts over time. It allows businesses, investors, and researchers to measure progress, setbacks, and overall impact.
- [Percentage increase/decrease between two percentages](https://sapioresearch.com/percentage-increase-decrease-between-two-percentages/): Tracking percentage changes over time is crucial in market research, performance analysis, or competitive benchmarking. It helps businesses measure shifts in trends and customer preferences or behaviours, helping them refine strategies effectively.
- [What is X% of a number?](https://sapioresearch.com/what-is-x-of-a-number/): Calculating a percentage of a number is useful in data analysis, finance, business, and also in everyday life! It helps you determine proportions, calculate tax, allocate budgets and also understand discounts.
- [Percentage calculators](https://sapioresearch.com/percentage-calculator/): Use our free percentage calculators to simplify your data analysis or everyday math. Get accurate results instantly! What is X% of a number? Calculate now What percentage is one number of another? Calculate now Increase/decrease a number by a percentage Calculate now Percentage increase/decreasebetween two percentages Calculate now Percentage increase/decreasebetween two numbers Calculate now This page offers a professional-grade percentage calculator designed for precise calculations across various applications. Whether you're analysing data trends, evaluating statistical outcomes, or conducting detailed business assessments, our tool delivers accurate results to support you.​
- [Sapio Research Cookie Policy and Declaration](https://sapioresearch.com/sapio-research-cookie-policy-and-declaration/): We use cookies to personalise content and ads, to provide social media features and to analyse our traffic. We also share information about your use of our site with our social media, advertising and analytics partners who may combine it with other information that you’ve provided to them or that they’ve collected from your use of their services.
- [Our research in the news](https://sapioresearch.com/our-research-in-the-news/): Aikido security, is a cloud-native application security platform that offers developers and security teams a single view of security vulnerabilities across both code and cloud infrastructure.
- [Webinars and events](https://sapioresearch.com/webinars-and-events/): 💡A session on techniques from our practical guide for B2B marketers & PR professionals*
- [Thank you](https://sapioresearch.com/thank-you-sapio-research-finance-pulse/): We have emailed you a permanent link to the whitepaper. 
- [Download – Sapio Research Finance Pulse](https://sapioresearch.com/download-sapio-research-finance-pulse/): That’s why we’re here, so give us a call!
- [Careers at Sapio Research](https://sapioresearch.com/working-with-us/): We're a growing team of data enthusiasts. So, if you're passionate about market research or the industry in general and thrive in an intellectually stimulating environment, we invite you to explore our current openings.
- [Market Research Offer](https://sapioresearch.com/market-research-offer/): Your content here. See the "Page with Gutenberg Blocks to copy from" page in the backend for a variety of content blocks which you can copy-paste here.
- [Thank you for booking a call with us!](https://sapioresearch.com/thank-you-for-booking-a-call-with-us/): We look forward to discussing your challenge and how we can support you.
- [Learn about making data-driven decisions🔍](https://sapioresearch.com/subscribe/): 💌 One email every month, full of tips, tutorials and frameworks 
- [Thank you for your email!](https://sapioresearch.com/thank-you-for-your-email/): We will get back to you as soon as we can
- [Marketing Club past events](https://sapioresearch.com/marketing-club-past-events/): Next event Friday 24th JulyWatch the first instalment belowOnline
- [Terms & Conditions for the Supply of Services](https://sapioresearch.com/terms-conditions/): THE CUSTOMER'S ATTENTION IS PARTICULARLY DRAWN TO THE PROVISIONS OF CLAUSE 8 (LIMITATION OF LIABILITY).
- [Sapio Research Privacy Policy](https://sapioresearch.com/privacy-policy/): Last updated: 9th July 2025
- [Privacy Notice for Respondents](https://sapioresearch.com/privacy-notice-respondents/): At Sapio Research we are committed to maintaining the trust and confidence of our respondents.  We understand that it can be concerning sharing data with research agencies, so we have set out detailed information on why we collect your personal data, how we use it, how it’s stored and when or why we might disclose it to others.
- [COVID-19 B2B tracker firmographics](https://sapioresearch.com/covid-19-b2b-tracker-firmographics/): If you’d like to know how we can survey these difficult to reach people for you too, get in touch.
- [Charity Giveaway T&Cs](https://sapioresearch.com/charity-giveaway-tcs/):  1. The Promoter 
- [Charity Research Giveaway](https://sapioresearch.com/charity-giveaway/): Considering the challenges charities and NFPs are facing and due to the success of our Charity Giveaway over the past few years, we are delighted to announce the launch of this year’s Charity Research Giveaway. Read more
- [Significant difference calculator](https://sapioresearch.com/significant-difference-calculator/): In a survey, statistical significance is mainly used to identify how confident you can be in the differences you find between two groups. For example, if 70% of group A said they have worked from home during the pandemic, compared to 50% of Group B, you may want to know if this is a significant finding.
- [Your quote has been sent to us](https://sapioresearch.com/quote-sent-successfully/): You should have received in your inbox a copy of the information that was sent to us.
- [Strategic Research](https://sapioresearch.com/strategic-research/): All successful businesses start off with a great idea, even if it becomes less apparent over time. It usually starts with a desire to meet an unserved need or gap in the market that can be commercialised.
- [News](https://sapioresearch.com/news/)
- [Reports](https://sapioresearch.com/reports/)
- [Tutorials](https://sapioresearch.com/tutorials/)
- [Contact us](https://sapioresearch.com/contact-us/): +44 207 236 1604
- [Success stories](https://sapioresearch.com/success-stories/)
- [The team](https://sapioresearch.com/the-team/): Our team encompasses a spectrum of professionals with expertise in quantitative and qualitative market research and analysis. We have backgrounds in economics, geography, statistics, sociology and psychology. Our collective depth of knowledge and experience is brought to together for each and every project.
- [About Sapio Research](https://sapioresearch.com/about-us/): We're experts in market research for the technology and B2B sectors, and we help businesses grow thanks to high quality, efficient and honest research solutions.
- [Homepage](https://sapioresearch.com/): Cisco is a global technology leader. They design, manufacture, and sell the networking hardware, software, and cybersecurity systems that allow computers, data centers, and global networks to communicate securely and efficiently.

## Services
- [Data 2 Story® by Sapio Research](https://sapioresearch.com/data-to-story-by-sapio-research/): Extracting and analysing interesting insights from survey data can be an enormous challenge, taking up a lot of your time and resources.
- [Creative Studio](https://sapioresearch.com/creative-studio/): Situated within our market research agency, our creative team excels at transforming data-driven insights into captivating stories and compelling marketing assets.
- [Kano Analysis](https://sapioresearch.com/kano-analysis/): In the 1980s, Professor Noriaki Kano introduced Kano Analysis, a revolutionary approach to understanding customer satisfaction that expanded beyond conventional marketing theories. This approach emphasises the importance of emotional responses to product features alongside their functional value.
- [Thought Leadership & Content Research](https://sapioresearch.com/content-thought-leadership-research/): For Content & Thought Leadership Research we tend to focus on quantitative methodologies, but can also recommend qualitative methods to help you reach your goals.
- [Analysis & Analytics](https://sapioresearch.com/analysis-analytics/): Instead of leading our market research with analysis techniques, we start by looking at the insight required or the challenge you need to address and then decide which technique will deliver the insight you need. Data and analytics are massively powerful but if you aren’t explicit about the question you need the data to answer, you can end up with noise and confusion. We take time to understand the question or challenge, use whatever analytics tool is most appropriate and then convey the results in a thought-provoking data-driven story.
- [Net Promoter Score Research](https://sapioresearch.com/net-promoter-score-research/): Keeping track of customer satisfaction and loyalty is vital for every business and, essentially that’s what the Net Promoter Score (NPS) does. It provides you with a single metric to show how well you’re doing.
- [Pricing Research](https://sapioresearch.com/pricing-research/): There is sometimes a misconception that if you develop and sell great products (or services), understand customer needs, and offer exceptional customer service then price doesn’t matter.
- [Persona Research For Marketing](https://sapioresearch.com/persona-research-for-marketing/): Personas are used by organisations to develop detailed insight into both customers and prospects by understanding their needs (and unmet needs) and motivations (why they do things). They work equally well in both consumer and B2B markets, and are increasingly used to complement or replace traditional demographic analysis such as age, gender, sector, job function etc.
- [Clear Air Methodology](https://sapioresearch.com/clear-air-methodology/): Data-driven insights are a great way to help justify budget, strategy, pitches and decision making for PR. It doesn’t have to be a full-on proof of ROI exercise, but offer guidance at the campaign planning or account review stage. Sapio Research’s Clear Air Methodology does this by giving a snapshot of message ideas and resonance testing.
- [Brand Mapping](https://sapioresearch.com/brand-mapping/): If you’re looking to conduct a brand research project, brandmaps are a great, simple, brand auditing tool that explores the competitive landscape. This gives you an overview of your brand and the competition.  At Sapio, we use a unique statistical technique and specialist software to build these accurate and valuable maps.
- [Quantitative Methods](https://sapioresearch.com/quantitative-methods/): Quantitative research is the best way to validate your theories and provide you with confidence in your actions. At Sapio, we use many methods to collect primary market research data. As experts in quantitative sample selection, we know the best techniques for every audience.
- [Market research training and coaching](https://sapioresearch.com/research-training-and-coaching/): You likely know your own field inside out, but you probably don’t live and breathe insight generation and data analysis. That’s fair enough!
- [Qualitative Methods](https://sapioresearch.com/qualitative-methods/): B2C and B2B qualitative research provides you with rich, in-depth data. This can help you to understand underlying reasons, opinions, and motivations: the why? It can be a fabulous antidote to understanding big data.
- [Customer Journey Mapping](https://sapioresearch.com/customer-journey-research/): Organisations engage with customers at numerous points and in a multitude of different ways and the journey quite often starts before the customer is even aware of the product or service. The points of engagement play a critical role in winning and then securing loyal and happy customers. The success of an organisation therefore depends on a clear understanding of what the key points of engagement are, what’s expected at each point and the impact they have on customers.
- [Market understanding & opportunity assessment research](https://sapioresearch.com/market-understanding-research/): No two markets are the same, but the majority have at least one thing in common – the pace of change – it’s unrelenting. Agile companies understand this and use insight to react to changes in markets and even anticipate them before they happen. However, understanding markets is challenging, time-consuming and being truly objective isn’t always easy.
- [International research](https://sapioresearch.com/international-research/): At Sapio Research, we are methodology agnostic and work with partners around the world to ensure that the nuances of local markets are fully understood. We’ve carried out both consumer and B2B research in all continents including the EMEA, APAC, USA, Canada and South America.
- [Product Development](https://sapioresearch.com/product-development/): "If I’d asked customers what they wanted, they would have told me, 'A faster horse!'"
- [B2C Market Research](https://sapioresearch.com/b2c-market-research/): At Sapio, we understand consumers, their motivations, their behaviours and above all how best to reach and research them.  Our consumer market research services deliver insights and intelligence that helps your business perform better.
- [B2B Research Services](https://sapioresearch.com/b2b-research-services/): B2B market research is challenging. Products, services and markets are complex - as is the decision-making process in organisations - and the people you need to secure insight from, the decision makers, are busy and hard to reach. 
- [Services For Agencies](https://sapioresearch.com/services-for-agencies/): We work with clients who use market research for all forms of thought leadership and content generation. We provide advice and support at each stage of the process.
- [Secondary Market Research](https://sapioresearch.com/secondary-market-research/): Secondary market research in business and its subsequent analysis can drive significant strategic change, such as company restructures, acquisitions and disposals. However, not every question needs original, primary market research to answer it. The explanation or report to inform it might already be out there.
- [Brand Research](https://sapioresearch.com/brand-research/): Understand how your audience thinks and feels about your brand to build loyalty, recommendation and additional revenue opportunities.
- [Audience Research](https://sapioresearch.com/audience-research/): We carry out both qualitative and quantiative audience research.  Here are just some of our techniques, tools and services:

## Tutorials
- [How to brief a B2B market research agency](https://sapioresearch.com/tutorials/how-to-brief-a-b2b-market-research-agency/): A clear research brief answers three key questions: what you already know, what you need to learn, and how you plan to use the findings.
- [What is Brand Positioning Research for B2B tech organisations](https://sapioresearch.com/tutorials/what-is-brand-positioning-research-for-b2b-tech-organisations/): Brand positioning is a strategy to create a unique perception of a company, product or service in the minds of your target audience. It helps you differentiate against your competitors as a solution for specific problems.
- [How to recruit quality B2B respondents](https://sapioresearch.com/tutorials/how-to-recruit-quality-b2b-respondents/): Reaching elusive executives, technical specialists, busy decision makers or other niche audience effectively in B2B market research has never been straightforward. And it’s evolved dramatically.
- [Maturity models: defining best-in-class](https://sapioresearch.com/tutorials/maturity-models-defining-best-in-class/): Organisations use maturity models to benchmark their capabilities and offerings against competitors, identifying areas where they are lagging behind and where they can excel. 
- [The complete guide to content marketing](https://sapioresearch.com/tutorials/the-complete-guide-to-content-marketing/): As businesses compete for attention, content marketing stands out as one of the most valuable tools for creating meaningful connections with customers. At its heart, content marketing isn’t about selling. It’s about producing relevant and helpful material that adds value to your audience while subtly guiding them towards your products or services.
- [Using market research in PR and communications](https://sapioresearch.com/tutorials/using-specialists-for-market-research-in-pr/): Agencies HAVE to create the right opportunities for their clients, because intuition alone won't make the cut.
- [Why is B2B brand research important: the why, what and how](https://sapioresearch.com/tutorials/b2b_brand_research_importance/): B2B brand research will tell you how your prospects and customers perceive your company. It will help you look at the bigger picture – customer experience, loyalty, market positioning, and even help you analyse your competitors.
- [Top tips for research questionnaire design](https://sapioresearch.com/tutorials/top-tips-for-research-questionnaire-design/): A well-thought-out questionnaire is the backbone of any great piece of research. However, this is often overlooked as people tend to focus on the output rather than the process of how to get there. Refining and perfecting your questionnaire with the output in mind will make the process much easier when it comes to analysing the data and will also ensure that this data is robust.
- [How to avoid flat and unreliable data](https://sapioresearch.com/tutorials/how-to-avoid-flat-and-unreliable-data/): Whether you’re a novice or a veteran at leveraging data, you need it to be accurate so you can deliver with confidence.
- [Future-proofing your research findings](https://sapioresearch.com/tutorials/future-proofing-your-research-findings/): As a research agency, when our work on the research project ends, it is often only the beginning of work for those who are using it. Research projects come and go, lasting anywhere between a few days to a few months.
- [The complete guide to thought leadership](https://sapioresearch.com/tutorial/what-is-meant-by-thought-leadership/): Both content marketing and thought leadership require a well-planned strategy and an informed approach, but there are some key differences between the two that are worth noting.
- [In data we trust – steps to ensure data quality](https://sapioresearch.com/tutorial/in-data-we-trust-steps-to-ensure-data-quality/): As market researchers, we get asked these questions regularly, especially after running an online survey. Researchers dig into the data and justify the responses or reiterate their quality checking process. This is a reactive approach to dealing with the issue of data quality – not a proactive one – and the industry can and should do better. The aim of this article is to help you ask the right questions to your research suppliers and give you complete trust in any online survey you run.
- [Four research methods for the modern marketer](https://sapioresearch.com/tutorials/4-research-methods-for-the-modern-marketer/): Around two years ago, I read this piece by Mark Ritson in the MarketingWeek, on why you should spend at least 5% of your marketing budget on research to ensure that the remaining 95% is spent correctly… I still think about it at times.
- [Decoding online communities: a comprehensive guide](https://sapioresearch.com/tutorials/decoding-online-communities-a-comprehensive-guide/): Online community panels can also be referred to as 'online communities'.
- [Best practice guide for using statistics in PR & communications](https://sapioresearch.com/tutorial/best-practice-guide-for-using-statistics-in-communications/): Over the last few years, and particularly so since Brexit there’s been a rise in ‘fake news’, as well as using statistics and numbers to emphasise a point or a view, or make a convincing message. Unfortunately, the way that statistics and numbers are presented can be misleading, and as reputable organisations we want to ensure that what is being reported is not taken out of context.
- [National Representative Surveys: Understanding the True Meaning](https://sapioresearch.com/tutorials/how-to-make-a-national-representative-survey-representative/): A national representative (nat rep) survey is what I would call a heritage survey. It goes back to the origins of research, which started out in a field. A literal field.
- [What makes a good, robust, and usable research sample?](https://sapioresearch.com/tutorials/what-makes-a-good-robust-and-useable-research-sample/): This is a question we see very often. It strikes at the heart of the purpose that research serves, and how we can maximise its value by creating a usable research sample. Therefore, we have put together this article to answer this common question.
- [Understanding tech market research](https://sapioresearch.com/tutorials/understanding-tech-market-research/): Tech market research is a systematic process of gathering, analysing, and interpreting data related to the technology sector. It involves studying market trends, consumer behaviours, emerging technologies, competitors, and other factors that impact the technology market.
- [10 Top Tips For Market Research](https://sapioresearch.com/tutorials/market-research-tips-success/): For any business, effective market research is a cornerstone for success. Understanding market trends, consumer behaviour, and competitive dynamics is crucial for informed decision-making. Whether you are launching a new product, entering a new market, or refining your marketing strategy, market research provides the insights necessary to navigate these challenges. This blog offers 10 top tips for market research. Each tip is crafted to guide you through the nuances of gathering and analysing data, ensuring that your research efforts yield valuable and actionable insights.
- [ChatGPT for market research –  A Tutorial](https://sapioresearch.com/tutorials/chatgpt-tutorial/): Unless you’ve been off the grid since November 2022, you must have either used some form of generative AI or would have seen posts across your social media with prompts to use to make your work easier (or promises to change your life for the better!).
- [Market Research in Times of Recession: Strategies for Differentiation and Thought Leadership](https://sapioresearch.com/tutorials/market-research-thought-leadership-recession/): In today's dynamic business environment, staying ahead of the competition and making informed decisions is crucial, especially during challenging economic times. In this blog post, we'll dive into the concept of market research as a way to navigate economic uncertainty and create value and growth during a recession, focusing on how your business can navigate these uncertain waters and emerge as a thought leader in your industry.
- [Integrating Primary and Secondary Market Research](https://sapioresearch.com/tutorials/integrating-primary-and-secondary-market-research/): The potency of combining primary and secondary market research lies in:
- [How A Survey Can Add Value To Your Business](https://sapioresearch.com/tutorials/how-market-survey-boosts-business-growth-insights-sapio-research/): In today's competitive business environment, understanding your audience is paramount. But how can you get a grasp on what your consumers or potential clients are thinking? Enter the market survey, a powerful tool that is more than just a means to collect data. For businesses, especially those keen on scaling and growing, a market survey can provide insights that could be game-changing. In this article, we'll delve into how market surveys, such as those conducted by Sapio Research, can add immense value to your business.
- [What is brand research?](https://sapioresearch.com/tutorial/what-is-brand-research/): Brands are not defined just by their products or services.  A brand is made up of much more; it has its own personality (contributed to by its employees), its own mission statement, its own goals, its own ethos, even its own humour (see Innocent drinks for an example).  However, a brand’s perception is not owned by the brand itself, rather it is owned by the customer, based on how they see and feel it.
- [Why would a company do Market Research?](https://sapioresearch.com/tutorial/why-would-a-company-do-market-research/): The key to any successful business is to understand what it is that your customers want and giving this to them in a way that is profitable for you.
- [What is a brand map?](https://sapioresearch.com/tutorial/what-is-a-brand-map/): Several brand descriptors (or attributes) are used to build up these perceptions – these often differ by the type of brands and market. The maps are in effect 3D data displayed in a 2D format.
- [What is a market opportunity assessment?](https://sapioresearch.com/tutorial/what-is-a-market-opportunity-assessment/): A market opportunity assessment is the process of synthesising bespoke research and client data to identify opportunities for growth in a specific market or business area and formulate an actionable strategy to realise this growth.
- [What is audience understanding research?](https://sapioresearch.com/tutorial/what-is-audience-understanding-research/): Audience research is any research conducted on a specific sample in order to find out about their attitudes, behaviours and habits - i.e. to understand them. The sample can be made up of any group of interest – whether this is nationally representative or focused on a particular age, gender, region, ethnicity, or specific characteristics they have (e.g. gamers, those who buy from a specific brand, etc.).  
- [What Are the Questions that Marketers Are Asking Now? – Sapio Research Round Up](https://sapioresearch.com/tutorial/what-are-the-questions-that-marketers-are-asking-now-sapio-research-round-up/): It goes without saying that the world has changed dramatically in recent years with a pandemic and the rise in social justice movements. The way people think, and feel has changed. To that end, when we’re tasked with conducting research for clients, but a question that we’re regularly asked is ‘how can we be more sensitive in our campaigns?’.
- [Frequently asked questions for consumer research](https://sapioresearch.com/tutorial/frequently-asked-questions-for-consumer-research/): Once we’ve hit the target number, we provide Excel data tables within the timescales agreed with you.
- [Google Surveys vs Market Research Agencies – Shorter Read](https://sapioresearch.com/tutorial/google-surveys-vs-market-research-agencies-shorter-read/): If you’re looking to conduct a consumer survey to gather quick opinions or a better understanding of your target audience using an online method, it may be difficult to know where to start. An internet search on ‘consumer surveys’ will rapidly pull up results displaying a variety of options, with Google Surveys coming up near the top; a familiar, well known brand may feel like the safest option as a starting point for your research, particularly if on the surface it does a similar job to any market research agency.
- [Google Surveys vs Market Research Agencies – Longer read](https://sapioresearch.com/tutorial/google-surveys-vs-market-research-agencies-longer-read/): If you’re looking to conduct consumer research to gather quick opinions or a better understanding of your target audience using an online method, it may be difficult to know where to start. An internet search on ‘consumer surveys’ will rapidly pull up results displaying a variety of options, with Google Surveys coming up near the top; a familiar, well-known brand may feel like the safest option as a starting point for your research, particularly if on the surface it does a similar job to any market research agency. Before you decide, however, we thought it would be helpful to highlight the (rather large) difference in offerings between Google surveys and a traditional market research agency.
- [What are confidence limits and intervals?](https://sapioresearch.com/tutorial/what-are-confidence-limits-and-intervals/): After running an online consumer survey with Sapio or another market research agency, you may have noticed statistical terms like “confidence limits” or “confidence intervals” being mentioned in the research methodology, similar to the phrase shown below:
- [How to read excel data tables – the basics](https://sapioresearch.com/tutorial/how-to-read-excel-data-tables-the-basics/): Excel data tables tend to be the standard output for results of consumer market research. If you’ve struggled to interpret data tables that you’ve received back from a market research agency, you’re certainly not alone. Although reading this type of data has become second nature to us at Sapio Research, it’s easy to forget that this isn’t the case for everybody.
- [How to read cross breaks in Excel data tables](https://sapioresearch.com/tutorial/how-to-read-cross-breaks-in-excel-data-tables/): Cross breaks, also known as cross tabs, allow you to compare the results of a survey between two or more groups of people. For example, you may wish to compare how men have answered a survey question compared to women. These types of breaks can be found running horizontally across data tables.
- [Tips for analysing international data](https://sapioresearch.com/tutorial/tips-for-analysing-international-data/): We’ve seen in many of our research studies that some countries are more likely to say “yes” than others. This is because of the cultural/language definition of the word “yes” rather than the subject of the questions. Therefore, we have tips for analysing international data.
- [The Importance of Marketing Research in Decision Making (And Next-Level Campaigns)](https://sapioresearch.com/tutorial/the-importance-of-marketing-research-in-decision-making-and-next-level-campaigns/): Looking to get more out of your marketing spend? Are you struggling with the inspiration needed to produce that new, award-winning, paradigm-shifting viral campaign? In both cases, I cannot overstate the importance of marketing research – and, sure, that sounds a tad biased coming from a market researcher 😉. There’s no need to take my word for it, though. These case studies speak for themselves.
- [Research for content](https://sapioresearch.com/tutorial/adding-value-to-content-research/): Choosing the category of people that you want to survey is incredibly important. There is a balance between choosing an audience that matches your requirements exactly, and keeping the cost down. For example, to get good media exposure with your content, you may want to interview CEO’s in the FTSE 100. In reality, pinning these people down to conduct a research interview is difficult and costly. Instead you could interview C-level employees in large companies. This audience is senior enough to get good media coverage, but also more cost efficient.
- [Fork in the road: two routes to data driven persona segmentation](https://sapioresearch.com/tutorial/fork-in-the-road-two-routes-to-data-driven-persona-segmentation/): When it comes to better understanding your organisation’s market potential through a persona segmentation survey the old maxim that there is more than one way to skin a cat very much holds true. 
- [About that Marketing Club Webinar – What’s the one thing you will change for your marketing plan in 2021?](https://sapioresearch.com/tutorial/about-that-marketing-club-webinar-whats-the-one-thing-you-will-change-for-your-marketing-plan-in-2021/): When I suggested the above title for our most recent Marketing Club event I was thinking about  “The Focusing Question: What’s the ONE THING I can do such that by doing it everything else will be easier or unnecessary?” - from the “The One Thing” by Gary Keller 
- [Are corporate Christmas gifts and experiences worth the effort in a lockdown?](https://sapioresearch.com/tutorial/are-corporate-christmas-gifts-and-experiences-worth-the-effort-in-a-lockdown/): I do like Christmas. In its clumsy way, it does approach peace and goodwill. But it is clumsier every year – E. M. Foster
- [Identifying the magnitude of different influencing characteristics](https://sapioresearch.com/tutorial/identifying-the-magnitude-of-different-influencing-characteristics/): As researchers we are frequently tasked with asking the right questions in the best way to ensure the data we return to a client, helps them make the best decisions for their organisation.
- [Socially distanced lead generation – improving your online visibility](https://sapioresearch.com/tutorial/socially-distanced-lead-generation-improving-your-online-visibility/): In this new world of 'normal', the emphasis to attract attention and generate leads is being placed more and more online, be it in search, on your website or with social media. This webinar brings together 3 of our Marketing Club experts to discuss actionable tips you can use to improve your online visibility and generate more leads, in a time when we all need them more than ever before!
- [Accelerating your marketing and sales out of Lockdown](https://sapioresearch.com/tutorial/accelerating-your-marketing-and-sales-out-of-lockdown/): Accelerating Your Marketing & Sales Out of Lockdown
- [6 tips for launching research projects that deliver results](https://sapioresearch.com/tutorial/6-tips-for-launching-research-projects-that-deliver-results/): 6 Tips For Launching Research Projects That Deliver Results
- [What are personas?](https://sapioresearch.com/tutorial/what-are-personas/): Personas are created and used by organisations to gain a deeper understanding of their customer base and target audience.
- [5 Ways Data Visualisation Can Benefit Marketers](https://sapioresearch.com/tutorials/5-ways-data-visualisation-can-benefit-marketers/): Today’s data visualisation tools stretch far beyond the traditional spreadsheets or the charts and graphs created in Excel. In an ever-growing business landscape with more and more data at our fingertips, it’s important that the ways in which we display that information is able to keep up. Because of this, data visualisation has become standard practice for business marketing strategies and are vital to a company’s success.
- [What on earth is a Cross-break?](https://sapioresearch.com/tutorial/what-on-earth-is-a-cross-break/): “Looks to my untrained eye that there might be an issue with the data - it’s presenting selected questions across/alongside the sequential/main questions - see screenshot?”
- [Understanding your excel data tables](https://sapioresearch.com/tutorial/understanding-your-excel-data-tables/): Data tables are a great way to show your data broken down into lots of different audience groups - but lots of numbers and columns can look confusing at first.
- [A view from the outside: How 2 charities worked in partnership to deliver stand-out campaigns](https://sapioresearch.com/tutorial/a-view-from-the-outside-how-2-charities-worked-in-partnership-to-deliver-stand-out-campaigns/): Having received a great response to my earlier ‘view from the outside’, Broadcast media tips for PRs, it’s spurred me on to sharing learnings from my most recent  PRCA meeting.  Although focusing on charities, it was actually quite a curious mix of campaign objectives and implementation.

## Reports
- [From Data to Story](https://sapioresearch.com/report/from-data-to-story/): Deadlines are tightening. News cycles are accelerating. And when you need to get a data-driven story live in days, or even hours, there's little room for creative block.
- [‘Crunched by Numbers’ – research report](https://sapioresearch.com/report/crunched-by-numbers-research-report-by-sapio-research/): And are typically ‘right-brained’, creative marketers being dragged into time-consuming, ‘left-brained’ analysis?
- [Sapio Research Finance Pulse](https://sapioresearch.com/report/sapio-research-finance-pulse/): We also answer some of these crucial questions:
- [The State of Marketing, Media and Content in times of economic uncertainty](https://sapioresearch.com/report/the-state-of-marketing-media-and-content/): July 2023
- [Earth Day and Net Zero](https://sapioresearch.com/report/earth-day-and-net-zero/): To celebrate Earth Day, we asked organisations across about their plans and progress towards Net Zero, including their chosen areas of investment.The survey was conducted among 2,001 business decision makers in organisations with 50+ employees across four different countries including the US, UK, France, and Germany.
- [Quality in Market Research Panels](https://sapioresearch.com/report/quality-in-market-research-panels/): Poor data will at some point enter your survey. The question is, why should you care if it does? And above all, what can you do about it?
- [When better to have a gaze into the future than at the business planning time of year.](https://sapioresearch.com/report/when-better-to-have-a-gaze-into-the-future-than-at-the-business-planning-time-of-year/): This wave’s International Business barometer covers the cost-of-living crisis from a range of perspectives to enable you to be better prepared for what 2023 has to throw at you. We share our insights in the full report here (coming soon, please register to be the first to hear about it).
- [B2B Barometer – Shining a light on B2B Marketing](https://sapioresearch.com/report/b2b-barometer-content-edition/): Providing you with reliable insights on how business content is consumed during uncertain times.
- [Preparing for a recession?](https://sapioresearch.com/report/international-business-barometer/): We heard the concerns about pulling budgets together with the looming threat of recession.
- [UK B2B Barometer, 1 year on from lockdown 1](https://sapioresearch.com/report/uk-b2b-barometer-1-year-on-from-lockdown-1/): Providing market stats to understand how business have reacted to the pandemic and are preparing for the future.
- [ESG – The Triforce Driving Long-Term Resilience & Success](https://sapioresearch.com/report/esg-the-triforce-driving-long-term-resilience-success/): After a long period of stability environmental, economic and social disruptions are rapidly changing the way we live. The impacts of climate change, health crises and increasing inequality demonstrate the need to move away from ‘business as usual’ to safeguard our future prosperity.
- [Resilience & Sustainability as an Opportunity](https://sapioresearch.com/report/resilience-sustainability-as-an-opportunity/): After a long period of stability environmental, economic and social disruptions are rapidly changing the way we live. The impacts of climate change, health crises and increasing inequality demonstrate the need to move away from ‘business as usual’ to safeguard our future prosperity.
- [Shift in Consumer Behaviour](https://sapioresearch.com/report/shift-in-consumer-behaviour/): After a long period of stability environmental, economic and social disruptions are rapidly changing the way we live. The impacts of climate change, health crises and increasing inequality demonstrate the need to move away from ‘business as usual’ to safeguard our future prosperity.
- [The Post-CV-19 Need for Change](https://sapioresearch.com/report/the-post-cv-19-need-for-change/): After a long period of stability environmental, economic and social disruptions are rapidly changing the way we live. The impacts of climate change, health crises and increasing inequality demonstrate the need to move away from ‘business as usual’ to safeguard our future prosperity.
- [The Impact of CV-19 on Business-as-Usual](https://sapioresearch.com/report/the-impact-of-cv-19-on-business-as-usual/): After a long period of stability environmental, economic and social disruptions are rapidly changing the way we live. The impacts of climate change, health crises and increasing inequality demonstrate the need to move away from ‘business as usual’ to safeguard our future prosperity.
- [COVID-19 UK B2B Barometer Wave 3](https://sapioresearch.com/report/covid-19-uk-b2b-barometer-wave-3/): Providing market stats to support businesses needing to self-certify adverse impacts for CBILS applications and those making business plans for the future.
- [COVID-19 UK B2B Barometer Wave 2](https://sapioresearch.com/report/covid-19-uk-b2b-barometer-wave-2/): Providing market stats to support businesses needing to self-certify adverse impacts for CBILS applications and those making business plans for the future.
- [COVID-19 UK B2B Barometer Wave 1](https://sapioresearch.com/report/covid-19-uk-b2b-barometer-wave-1/): Providing market stats to support businesses needing to self-certify adverse impacts for CBILS applications and those making business plans for the future
- [Exhibitions: How to attract and retain Millennials and Gen Z](https://sapioresearch.com/report/exhibitions-how-to-attract-and-retain-millennials-and-gen-z/): As part of Sapio’s overarching campaign to understand the way millennials and Gen Z’s needs differ we’ve taken a look at the way they regard and use exhibitions - B2B in particular.

## Sectors
- [Business Services](https://sapioresearch.com/business-services/): Collectively this industry comprises of enterprise technology that aims to solve businesses challenges and provide essential, non-production support functions such as IT, HR, consulting, legal and facilities management to other companies, government and organisations. The industry is a major driver of economic growth and productivity.
- [Fintech & finance](https://sapioresearch.com/fintech-and-finance/): The finance and fintech sectors span everything from traditional banking and insurance to payment processing, wealth management, lending platforms, and blockchain technologies. The industry includes retail banks, investment firms, payment service providers, insurtech companies, embedded finance platforms, and regulatory technology providers. With rapid digital transformation and evolving compliance requirements, decision-making involves multiple stakeholders across technology, risk, compliance, and commercial teams.
- [Industrial & Automation](https://sapioresearch.com/industrial-automation/): The industrial and automation sector includes robotics, AI applications, Internet of Things (IoT), PLCs to manage manufacturing processes to drive efficiency. This sector offers solutions to challenges faced by manufacturers such as productivity issues, labour efficiency, skills shortages, supply chain security, higher quality standards and a requirement to better use resources from an ESG standpoint.
- [B2B Software-as-a-Service (SaaS)](https://sapioresearch.com/b2b-software-as-a-service-saas/): B2B Software as a Service refers to cloud-based solutions offered to businesses, usually on a subscription basis.
- [Construction & Built Industry](https://sapioresearch.com/construction-built-industry/): The construction and built environment have the most complex decision-making processes and potentially the widest range of business activities. From civil engineering and infrastructure to workplace fit outs and refurbishment, we understand the markets and how to access and engage with the company stakeholders that influence and make decisions.
- [Technology](https://sapioresearch.com/technology/): The technology sector spreads far and wide into many subsectors. It's often a mix of complementary and competing applications, services and interdependent infrastructures. This mix leads to multiple stakeholders and different decision makers.
- [Marketing & PR](https://sapioresearch.com/pr-and-communications/): The marketing and PR industry merges creative, strategic, and analytical skills to build brand awareness that leads to better sales outcomes for their clients. They also focus on building a positive image and managing the client's reputation in the marketplace.
- [Consumer Research](https://sapioresearch.com/consumer-research/): A consumer’s attitude affects not only how they interact with products or brands but also which products and brands they engage with – and these attitudes are ever-changing. To stay ahead of the curve, you’ll need to understand these consumer attitudes inside out: what they are, where they come from, and who holds them. This understanding can be best achieved through conducting consumer attitude research.
- [Not for profits and charities](https://sapioresearch.com/not-for-profit/): Some of our work for charities and NFPs also included:

## Opinion Articles
- [How to write engaging research-backed headlines](https://sapioresearch.com/opinion/how-to-write-engaging-research-backed-headlines/): ‘Businesses are using AI more.’
- [The B Corp™ Certified market research agency in London](https://sapioresearch.com/opinion/the-b-corp-certified-market-research-agency-in-london/): We're proud to share that Sapio Research is now a certified B Corp™, officially joining the global community of businesses using business as a force for good.
- [How inefficient data analysis is costing agencies thousands of pounds a year](https://sapioresearch.com/opinion/how-inefficient-data-analysis-is-costing-agencies-thousands-of-pounds-a-year/): Our survey of 300 marketers across the UK and US found that agencies could be losing upwards of £1,275 per research projectpurely through inefficient data analysis.
- [How many respondents do you really need for B2B thought leadership surveys?](https://sapioresearch.com/opinion/how-many-respondents-do-you-really-need-for-b2b-thought-leadership-surveys/): Here's why “how many respondents do you really need for B2B thought leadership surveys?” is the wrong question, and what really drives effective thought leadership research.
- [Why is the current workforce having a mental health crisis?](https://sapioresearch.com/opinion/why-is-there-a-mental-health-crisis/): Work today looks very different compared to a decade ago.
- [5 questions to our in-house Creative Studio](https://sapioresearch.com/opinion/5-questions-to-our-in-house-creative-studio/): We see our role as turning data into something people can actually feel something about. Research contains rich insights, but without the right design, people easily overlook them.
- [How to convince your clients to include research in their PR and marketing strategy](https://sapioresearch.com/opinion/include-research-in-their-pr-and-marketing-strategy/): You've been there: The client meeting where market research for PR gets pushed to "phase two" or dismissed as "nice to have but not essential right now." 
- [Why should you sponsor thought leadership posts in B2B marketing](https://sapioresearch.com/opinion/why-should-you-sponsor-thought-leadership-posts-in-b2b-marketing/): The seasoned 95:5 rule of B2B marketing explains why there has been an influx of promoted content today, especially sponsored thought leadership posts.
- [How US tariffs impact businesses in the UK?](https://sapioresearch.com/opinion/how-us-tariffs-impact-businesses-in-the-uk/): When the survey results first landed on my desk, I was confused. Why would so many business leaders see US tariffs as a good thing? 
- [Data confidence for all](https://sapioresearch.com/opinion/data-confidence-for-all/): Let’s face it, not everyone shares my love for numbers (trust me, I’ve checked the data). My co-founder, Jess, and I have always been passionate about data’s power to tell stories and shape decisions. Jess has a degree in Mathematics and Psychology, while I took the Economics route. Between us, we’ve built Sapio Research to bring clarity and confidence to data.
- [Data storytelling vs. data visualisation](https://sapioresearch.com/opinion/data-storytelling-in-market-research/): From detailed reports to eye-catching infographics, there’s no shortage of data trying to tell us something. But how do we make sense of it all? Two popular terms in this space - data visualisation and data storytelling - are often used interchangeably, yet they serve distinct purposes.
- [10 reasons why data storytelling is crucial](https://sapioresearch.com/opinion/10-reasons-why-data-storytelling-is-crucial/): In an increasingly data-rich world, organisations face a critical challenge: how to turn vast amounts of data into meaningful insights that inspire action. This is where data storytelling comes in. More than a presentation tool, data storytelling combines analysis with narrative to make data accessible, memorable, and actionable.
- [Making data more meaningful – the art of storytelling in research](https://sapioresearch.com/opinion/making-data-more-meaningful-the-art-of-storytelling-in-research/): Here's a simple framework we use at Sapio Research to ensure our data storytelling is impactful.
- [Debunking 6 market research myths](https://sapioresearch.com/opinion/debunking-market-research-myths/): Here is a non-exhaustive list of some of the most common misconceptions surrounding market research:
- [Experts’ Round-up: Fintech Edition](https://sapioresearch.com/opinion/experts-round-up-fintech-edition/): For the past few weeks, we've been working on the first edition of our Sapio Research Finance Pulse for the Fintech sector.
- [Does your B2B brand need Qualitative Research? ](https://sapioresearch.com/opinion/does-your-b2b-brand-need-qualitative-research/): To conclude, there are two ways you can run brand research:
- [5 marketing problems that market research solves](https://sapioresearch.com/opinion/5-marketing-problems-that-market-research-solves/): You can use a wide range of research tools and techniques to inform your KPI strategy and measure the overall performance of your sales and marketing initiatives.
- [Experts’ Roundup – International Women’s Day Special](https://sapioresearch.com/opinion/experts-roundup-international-womens-day-special/): We are passionate about data, but you already know about this. In fact, one of the key reasons we started Sapio Research was to make everyone feel more comfortable with data... and make you fall in love with numbers.
- [Top B2B Marketing Trends of 2023: examples of successful strategies, and why they worked.](https://sapioresearch.com/opinion/b2b-marketing-trends-2023/): In this article, we dive into some of last year’s most significant B2B marketing trends, how they’re set to evolve and why it’s important to pay attention to them.
- [Six game-changing B2B marketing trends and strategies for 2024](https://sapioresearch.com/opinion/b2b-marketing-trends-strategies-2024/): In B2B marketing, staying ahead of trends is crucial for businesses aiming to thrive. As we navigate through 2024, understanding and adapting to these trends, supported by robust market research, becomes indispensable. 
- [The Rise of AI in Market Research: What You Need to Know](https://sapioresearch.com/opinion/ai-in-market-research/): Artificial Intelligence (AI), once a distant future concept, is now deeply interwoven into our everyday lives. From voice-assistant devices to advanced analytics, AI's omnipresence is undeniable. However, its most exciting applications may very well be in market research, where traditional methods are undergoing a significant transformation.
- [Working at a mainly female company: why this isn’t the norm](https://sapioresearch.com/opinion/working-at-a-mainly-female-company-why-this-isnt-the-norm/): On the surface, Sapio Research might seem like many other companies, but it only takes a quick visit to the team page to realise that something is a bit different. This is a company made up mainly of women. For some, this might come as a surprise, for others, it is what they have always wanted, and indeed it could be something that you have never considered. Whatever the initial reaction, it only takes a short time for it to feel entirely normal.   
- [Perfecting Content Research: Tips to Maximise Your Research](https://sapioresearch.com/opinion/perfecting-content-research-tips-to-maximise-your-research/): Opinion with evidence should go hand-in-hand. With the help of research, PR companies can formulate headlines and campaigns that can have a measurable impact. When it works well, PR and research work in perfect harmony to provide the insight that allows the Comms team to work their magic and maximise the reach of their clients.
- [Walking The Productivity Tightrope: The Barriers and The Solutions](https://sapioresearch.com/opinion/walking-the-productivity-tightrope-the-barriers-and-the-solutions/): Productivity is a constant conundrum. To ensure profitability and survival, it is essential that productivity is at the forefront of business planning and strategy.
- [5 top tips for personal productivity](https://sapioresearch.com/opinion/5-top-tips-for-personal-productivity/): Having studied psychology and participated in various psychological research experiments in university, I found myself starting a new role as an intern in Sapio Research. And it has almost been 4 months that I've been working here now! Being in Sapio has given me a lot of exposure to how different industries carry out their research projects to understand their audience, which I’ve really enjoyed.  
- [What is business concerned about in 2023?](https://sapioresearch.com/opinion/what-is-business-concerned-about-in-2023/): As we clear the decks from 2022, we look forward to 2023, though perhaps with some trepidation. What began as a year still under the spell of Covid-19 ends with a war in Ukraine and a cost-of-living crisis that is hitting everyone.  
- [Sapio Barometer – Shining a light into the future](https://sapioresearch.com/opinion/sapio-barometer-shining-a-light-into-the-future/): When we set out to run another iteration of our barometer, we did so in the knowledge that the circumstances in which we were doing it were quite different.  
- [Sapio Barometer: Forecasting The Future of marketing spend?](https://sapioresearch.com/opinion/sapio-barometer-forecasting-the-future-of-marketing-spend/): Author - Jane Hales
- [Advertising in videogames: Unwelcome intrusion or a chance for entertainment?  ](https://sapioresearch.com/opinion/advertising-in-videogames-unwelcome-intrusion-or-a-chance-for-entertainment/): Author - Elisa Zallio
- [Why do Creatives hate being challenged by insight?](https://sapioresearch.com/opinion/why-do-creatives-hate-being-challenged-by-insight/): A good vision is as much based on (or is deigned to illicit) feelings as logic. It’s something that envisions the future with the intention of rallying people behind it to make it come to life.
- [Work Experience in a Virtual World: tips on how to get it from](https://sapioresearch.com/opinion/work-experience-in-a-virtual-world-tips-on-how-to-get-it-from/): Picture this; you’re 21, graduating from University, having written an extensive (if potentially boring!) dissertation, inevitably on something obscure. Now it’s time to put the past 16 odd years of education to good use. Yet, you’re faced with a world where over 50% of UK young people go to University, you’re under-qualified for an unpaid internship, and entry level jobs require 2-to-3 years of experience!
- [How do you like to classify yourself?](https://sapioresearch.com/opinion/how-do-you-like-to-classify-yourself/): I always pause over questions on gender and sexual orientation. Is this a question my friends and I could happily answer, let alone people I’ve never met? Gender, in particular, is a standard question in many surveys – but common doesn’t mean simple. I’ve studied Queer Theory, though I’m far from an expert, and these questions bring to mind those who tend to fall between the gaps of their multiple-choice responses. 
- [Emma’s virtual work experience](https://sapioresearch.com/opinion/emmas-virtual-work-experience/): I was coming to the end of my master’s in early 2021, given the COVID-19 pandemic it was not a particularly good time to enter the world of work. I was coming up against a brick wall of companies saying, ‘sorry work experience isn’t possible because of work from home’. I decided to research how virtual work experience might be possible, when I came across Sapio, who very kindly allowed me to join them for two weeks.  
- [Work experience during lockdown](https://sapioresearch.com/opinion/work-experience-during-lockdown/): Just because there is a pandemic it doesn’t mean that young people should have their opportunities curtailed. Now more than ever they need an extra foot up. So four weeks into lockdown we reconsidered the freezing of this year’s work experience programme.
- [Qualitative research in the new corona virus environment: issues and opportunities](https://sapioresearch.com/opinion/qualitative-research-in-the-new-corona-virus-environment-issues-and-opportunities/): As we settle into our 6th week of lockdown in the UK, it still doesn’t sound as though we are going to be out of it for a while yet.
- [BAU, COVID-19 and Yes Minister](https://sapioresearch.com/opinion/bau-covid-19-and-yes-minister/): Normally we’d prefer not to do any #SocialDistancing, but at the moment it's probably best.  However, (and fortunately!) it's still Business as Usual for the Sapio team.  We’re no strangers to working remotely and much of our work is online.
- [PSD2, EO and a greater purpose](https://sapioresearch.com/opinion/psd2-eo-and-a-greater-purpose/): Next week sees the European Payment Services Directive PSD2 come into effect (all be it delayed). This week my EO WhatsApp group saw a number of worried business owners reach out for advice and information sharing. While the impact on the UK of new requirements for stronger authenticating of online payments may well change again after the 31st October, it certainly is something that many businesses will need to be aware of if their payment platform hasn’t instigated a 2-step verification process.  
- [How does research fare for boardroom representation?](https://sapioresearch.com/opinion/how-does-research-fare-for-boardroom-representation/): In honour of International Women's day 2018, we share the opinion piece that appeared in Research Live today.  The Market Research industry, like many others is reviewing it's balance so one of our founding partners Jess Bunce investigates how it's make-up reflects upon our professional.
- [Predictions for 2018 – Theresa May is a stronger bet than the English football team](https://sapioresearch.com/opinion/predictions-for-2018-theresa-may-is-a-stronger-bet-than-the-english-football-team/): We asked 1,000 UK adults what they thought about some predictions for 2018.  A Royal baby seems the most likely, whilst a robot winning a talent show is viewed as least likely.  Here’s what they thought, in order of ‘most likely’…
- [How were our soothsaying skills for 2017?](https://sapioresearch.com/opinion/how-were-our-soothsaying-skills-for-2017/): This time last year we were merrily coming up with predictions for what 2017 might have to offer.  We now revisit these and see whether there was any truth to our fortune telling.
- [Market research – the content marketing gift that keeps on giving](https://sapioresearch.com/opinion/research-the-content-marketing-gift-that-keeps-on-giving/): At Sapio, we are content marketing research boffins, but rarely get involved in implementing the campaigns our research is part of. This is why it's really interesting to hear the benefits of research from a PR perspective. We asked Rob Skinner - Managing Director at Skout PR, to give us his view on what research can do for your content marketing campaigns. 
- [Can Artificial Intelligence Make Every Campaign a Success?](https://sapioresearch.com/opinion/can-artificial-intelligence-make-every-campaign-a-success/): Managing Partner, Jane Hales, recently took part in a PRCA Charity and Not for Profit event looking at how Artificial intelligence (AI) and insights can create marketing campaign success.  Joined by Stu Youngs, of Studio Texture, the event and debate was a success.  But why was it needed, and what were the concluding remarks?
- [Sapio Research – what’s in a name?](https://sapioresearch.com/opinion/sapio-research-whats-in-a-name/): It’s been over a year since Sapio Research was incorporated and we’ve had a few people ask about our name.  What does it mean? How do you pronounce it? Why Sapio?  Well, it’s time you had some answers!
- [Hope is not a strategy – reflections on the innovation process](https://sapioresearch.com/opinion/hope-is-not-a-strategy-reflections-on-the-innovation-process/): This article was first publish in the AQR's In Brief magazine May 2017, reporting on one of its Spark events
- [Elements of workplace discrimination today](https://sapioresearch.com/opinion/elements-of-workplace-discrimination-today/): The incident that took place with Nicola Thorpe was all over the news, being sent home from work without pay because she refused to wear, specifically 2” to 4” heels.  Which led her and everyone else to inquire how wearing heels will increase her performance at work and questioning whether similar rules apply to men? The answer is no and this can be seen as an obvious case of gender discrimination.
- [Digital Transformation – The Sensible Technological Evolution?](https://sapioresearch.com/opinion/digital-transformation-the-sensible-technological-evolution/): Previous tech horror stories
- [Is there still need for International Women’s Day, or just a different perspective?](https://sapioresearch.com/opinion/is-there-still-need-for-international-womens-day-or-just-a-different-perspective/): It sounds like the kind of topic you’d debate for some marvellously intellectual thesis. But it will undoubtedly be the kind of question debated viciously in the Twittersphere and justified in the mainstream media this week.  Debate is good, personal attacks are not, of course.
- [No Wrong Answers – having fun with creativity](https://sapioresearch.com/opinion/no-wrong-answers-having-fun-with-creativity/): When we set up Sapio Research, one of our desires was to introduce new techniques to keep us fresh and resourceful.  As Abraham Maslow said in 1966, “I suppose it is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail.” So we thought it would be useful to share some tips and idea with friends in an informal venue with drinks to hand.
- [New year, new office and a few predictions for 2017](https://sapioresearch.com/opinion/new-year-new-office-and-a-few-predictions-for-2017/): Happy new year to you all. It's been a great initial three months for Sapio, so much so that we've taken the leap and moved into a new London office.  Look at the view on the walk in, aren't we lucky?!

## News Articles
- [Sapio Research is B Corp Certified!](https://sapioresearch.com/news/sapio-research-is-b-corp-certified/): London, 18th Feb, 2026 — Sapio Research has today announced its certification as a B Corporation joining a growing movement of companies that are reinventing business for the benefit of all people and our shared planet. Verified by B Lab, the not-for-profit behind the B Corp movement, the achievement demonstrates that Sapio Research meets high standards of social and environmental performance, transparency, and accountability alongside a commitment to goals beyond shareholder value.
- [Think global, get local insight](https://sapioresearch.com/news/think-global-get-local-insight/): For US brands and agencies with global ambitions, particularly those targeting European markets, the choice of research partner is critical. While it may seem intuitive to rely on a domestic provider, working with a local market research agency can offer substantial strategic and operational advantages. From global reach to in-depth cultural knowledge to time zone efficiencies and methodological rigour, UK agencies often have a better position to deliver targeted insights to support US-based marketing and PR teams.
- [Supporting charities through crisis](https://sapioresearch.com/news/supporting-charities-through-crisis/): According to Charities Aid Foundation’s latest report, UK charities are now more than ever in need of support. Their recent research highlighted a substantial decrease in donations (from £11.3 billion in 2020 to £10.7 billion in 2021), with cutbacks happening in response to the rising cost of living. Furthermore, the trend towards fewer people giving is now firmly established and the report found that one in eight donors are also considering cutting back on or reducing donations to charities.
- [Celebrating our 7th anniversary](https://sapioresearch.com/news/celebrating-our-7th-anniversary/): We don't know what the future holds, but we've come a long way since we founded Sapio Research in 2016 and we can't wait to write the next chapter of our history!!
- [Our Eco pledge with onHand](https://sapioresearch.com/news/our-eco-pledge-with-onhand/): April 22nd marks Earth Day 2023, 53 years after it started in 1970.  At Sapio, our team is passionate about helping the planet and this year we finally have a way to quantify it!
- [Our pledge to net zero](https://sapioresearch.com/news/our-pledge-to-net-zero/): We’re very pleased to announce that Sapio Research has signed the MRS Net Zero Pledge! We are committed to ensuring that our organisation is Net Zero by 2026.
- [Research 101: Become your own market research expert, free webinar](https://sapioresearch.com/news/research-101-become-your-own-market-research-expert-free-webinar/): Market research is likely a concept that everyone would say they are familiar with. However, what you may be less familiar with is the actual ins and outs of research and what it can achieve. So, the goal of our free workshop sponsored by Clean Growth UK is to provide a snapshot of research and how it can help you.
- [Hoping for vivid dreams not nightmares](https://sapioresearch.com/news/hoping-for-vivid-dreams-not-nightmares/): This time of year gets me both nervous and excited. I have to stand up in front of the whole team and tell them how we’ve done against the goals we set 12 months ago.  I also have to get them excited about our plans for the year ahead; balance the achievable with the dreams in times of uncertainty. 
- [Our Team Charities For 2022](https://sapioresearch.com/news/our-team-charities-for-2022/): It’s a Christmas tradition here at Sapio to make donations to charities chosen by our wonderful team. And as the years progress and we grow, it’s such a satisfaction to be able to help more causes; this year, 17 charities will receive a donation of £200!
- [A View From The Beach: What We Learnt At Cannes-Lions 2022](https://sapioresearch.com/news/a-view-from-the-beach-what-we-learnt-at-cannes-lions-2022/): In June 2022, Sapio Research went on a voyage of discovery and found ourselves rubbing shoulders with the leading figures of the PR and advertising world at Cannes-Lions 2022.
- [How worried are businesses about the recession now?](https://sapioresearch.com/news/how-worried-are-businesses-about-the-recession-now/): When it comes to addressing the key questions set out by Sapio for our International Business Barometer, we have looked to address 3 questions:
- [Now what?](https://sapioresearch.com/news/now-what/): After a long period of stability environmental, economic and social disruptions are rapidly changing the way we live. The impacts of climate change, health crises and increasing inequality demonstrate the need to move away from ‘business as usual’ to safeguard our future prosperity.
- [Sapio at Cannes Lions 2022](https://sapioresearch.com/news/sapio-at-cannes-lions-2022/): Sapio Research is coming to Cannes Lions 2022! That’s right, we’ll be there all week and we can’t wait to meet you all.
- [Our Team Charities For 2021](https://sapioresearch.com/news/our-team-charities-for-2021/): As we near the end of this year we once again asked our team to try and choose just one charity each for us to donate £100 to. I think this gets harder every year – there are so many worthy causes out there and the pandemic has highlighted so many in need. The benefit of having a growing team, means that we can reach a few more of them this year. Last year we donated to 10 charities and this year (with our expanded team) we are donating to 15!
- [Supporting those who protect us](https://sapioresearch.com/news/supporting-those-who-protect-us/): Earlier this year, we worked with Respect in Security to research the extent and awareness of harassment in the cybersecurity industry. Respect in Security’s initiative was launched in July this year with the goal of tackling both online and in-person harassment in this industry, and to encourage organisations to formally pledge to end harassment in their workplaces.  
- [5 things I’ve learnt about running a business in the first 5 years](https://sapioresearch.com/news/5-things-ive-learnt-about-running-a-business-in-the-first-5-years/): As this received so much love on LinkedIn (100+ likes!!) I thought it might be nice to keep a copy on our website so it doesn’t fade away without celebration. And it’s always great to have the opportunity to see yourself looking younger :-)
- [Marrying Creativity and Strategy – In conversation with Stefan Buss](https://sapioresearch.com/news/marrying-creativity-and-strategy-in-conversation-with-stefan-buss/): Stefan Buss – Head of Customer Services at creative agency Storm 12 – share with Jane how original research gave them the edge during a pitch and made their client happy.
- [Business sentiment one year into the pandemic](https://sapioresearch.com/news/business-sentiment-one-year-into-the-pandemic/): An awful lot can happen in a year, and for many of us, it still feels as though we are stuck in a bit of a nightmare.
- [Sapio’s consumer arm launches its first charity giveaway](https://sapioresearch.com/news/sapios-consumer-arm-launches-its-first-charity-giveaway/): Sapio comprises a group of ethically-minded individuals, and we are especially passionate about helping those in the third sector.
- [Our Chosen Charities For 2020](https://sapioresearch.com/news/our-chosen-charities-for-2020/): 2020 is nearly at its end. A year like no other, but everywhere you look you can find acts of community, of kindness and people going about their jobs; putting their health at risk to look after us, teach our children, collect our bins, keep our cupboards stocked, and countless other things we have always taken for granted.
- [Sapio Turns 4](https://sapioresearch.com/news/sapio-turns-4/): It’s been a year where time has both stood still (March!) and seemly disappeared in the blink of an eye (did anyone see August?), and for much of it we didn’t know what day or month we were on. Yet somehow, we have reached September and with it looms our fourth anniversary.
- [Elevate your brand and build your business – The Marketing Club’s 2nd Webinar](https://sapioresearch.com/news/elevate-your-brand-and-build-your-business-the-marketing-clubs-2nd-webinar/): After its highly successful inaugural event - The Marketing Club came together again. In 60 minutes, 3 of the club members talked in a little more depth and answering questions about communications for sales.
- [Current impact of Covid-19 on survey response rates and anticipating the future](https://sapioresearch.com/news/current-impact-of-covid-19-on-survey-response-rates-and-anticipating-the-future/): I’ve been asked regularly about how our business is being impacted by the current Corona virus situation.  Many of our clients have been through the fear stage and like us are keen to repair our wounds and look to the future.  So here’s my take on things that impact the research industry now and what you might need to consider when planning an opinion survey.
- [The impacts of working from home during COVID-19](https://sapioresearch.com/news/the-impacts-of-working-from-home-during-covid-19/): The last few weeks have brought huge changes to businesses and the world as a whole; we find ourselves in this surreal situation amid the Coronavirus pandemic. Governments across the world have encouraged working from home where possible, meaning that many businesses have been forced to adapt to new ways of working.  While there is huge uncertainty about how businesses and the economy will be affected over the coming months, we do have insight into the positive and negative impacts, both for employees and employers, that working from home can have.
- [Winners of #10KFORTEN announced](https://sapioresearch.com/news/winners-of-10kforten-announced/): A Guest blog by our friend Steve Brewer of Burtt-Jones & Brewer
- [The gift of time through collaboration – calling London based charities](https://sapioresearch.com/news/the-gift-of-time-through-collaboration-calling-london-based-charities/): The last month has seen many celebrations in Bow House. Our lovely neighbours Burtt-Jones & Brewer and the Henigan Consulting Group have just had their 10th and 1st birthdays, and we’ve just turned 2. Between us we’ve just become a teenager, but we don’t plan to throw a strop.
- [Sapio Research can help get up to 35% off a market knowledge project if you are an eligible manufacturer](https://sapioresearch.com/news/sapio-research-can-help-get-up-to-35-off-a-market-knowledge-project-if-you-are-an-eligible-manufacturer/): The chances are that if you’ve landed on this page you are looking to grow or improve your business.  You could be looking to increase your turnover, generate more employment or introduce a new product, service or process.  Brilliant, it’s great to be thinking positively.
- [Sapio nominated for Best New Agency at the 2017 Market Research Society Awards](https://sapioresearch.com/news/sapio-nominated-for-best-new-agency-at-the-2017-market-research-society-awards/): We’re delighted to have been selected as a finalist for this year’s MRS Best New Agency award; final decision to be announced in December.
- [One year old and it’s not just baby steps…](https://sapioresearch.com/news/one-year-old-and-its-not-just-baby-steps/): Happy birthday to us.  Doesn’t time fly when you’re having fun?
- [The Perilous state of research in not for profits revealed](https://sapioresearch.com/news/the-perilous-state-of-research-in-not-for-profits-revealed/): Planned PR is the most effective PR and if people don’t know about a service, facility or new initiative, the effort behind the scenes is wasted, so the role PR and Comms play is essential.
- [What its like to work in a boutique MRX agency](https://sapioresearch.com/news/what-its-like-to-work-in-a-boutique-mrx-agency/): We're delighted to announce that Hibba Hussain joins us as employee number 1, having successfully completed her internship. Hibba will be helping us with scripting, funky data analysis and generally learning the world of insight creation.
- [Hip, hip, houRAR; we’re Recommended!](https://sapioresearch.com/news/hip-hip-hourar-were-recommended/): We are what one of our partners Delphine terms ‘a mature start-up’.  Not a phrase you’ll find in the dictionary, but probably rather apt.
- [“Creativity is intelligence having fun”](https://sapioresearch.com/news/creativity-is-intelligence-having-fun/): What great words from Albert Einstein.
- [Thrilled to win a ‘Do it Day’ Award for IBM ‘Searchlight’](https://sapioresearch.com/news/thrilled-to-win-a-do-it-day-award-for-ibm-searchlight/): The following article was published in The Drum by Thomas O'Neill, who is The Drum’s Managing Editor, responsible for enriching the overall experience and consistency of The Drum’s various content platforms. The fabulous photos were added by fellow team member Richard Coope. Full article here.
- [We’re open for business!](https://sapioresearch.com/news/were-open-for-business/): “UK – Former Redshift Research founders Jane Hales and Guy Washer have joined forces with Jessica Bunce and Andrew White to launch full service market research agency Sapio Research.”

## Case Studies
- [Cisco](https://sapioresearch.com/success-stories/cisco/): Cisco is the worldwide technology leader that is revolutionizing the way organizations connect and protect in the AI era. For more than 40 years, Cisco has securely connected the world.
- [Sopro](https://sapioresearch.com/success-stories/sopro/): Sopro is a leading B2B lead generation and engagement platform. Their expert teams work with clients to build sustainable campaigns set up for long-term success.
- [Nasuni](https://sapioresearch.com/success-stories/nasuni/): Nasuni is a unified file data platform for enterprises facing an explosion of unstructured data, combining storage and data services into a single hybrid cloud solution.
- [Visa](https://sapioresearch.com/success-stories/visa/): Visa is a world leader in digital payments, and one of the first B2B payment provider to offer virtual card for B2B transactions.
- [Girlguiding](https://sapioresearch.com/success-stories/girlguiding/): Girlguiding is a UK charity. Through fun, friendship, challenge and adventure they aim to empower girls to find their voice, inspiring them to discover the best in themselves and to make a positive difference in their community. More than 300,000 girls, from 4 to 18 years old, meet as Rainbows, Brownies, Guides and Rangers.
- [PayComplete](https://sapioresearch.com/success-stories/paycomplete/): PayComplete is a global leader in cash management solutions, unifying cash management with other key payments and operational systems.
- [Paysafe](https://sapioresearch.com/success-stories/paysafe/): Paysafe (NYSE: PSFE) is a leading payments platform with an extensive track record of serving merchants and consumers in the global entertainment sectors. Its core purpose is to enable businesses and consumers to connect and transact seamlessly through industry leading capabilities in payment processing, digital wallet, and online cash solutions.
- [Crayon](https://sapioresearch.com/success-stories/content-research-to-amplify-findings-crayon/): Crayon is a leading and full-service consultancy specialised in digital transformation. Based in Norway, they employ 3,300 employees in nearly 40 countries.
- [Equans](https://sapioresearch.com/success-stories/audience-understanding-and-branding-research-to-improve-customer-perceptions-equans/): Equans is a global market leader in the sector with 74,000 employees leveraging 200 years of expertise. 
- [Stagetext](https://sapioresearch.com/success-stories/stagetext/): As a charity dedicated to making art more accessible to the deaf community, Stagetext wanted to know how people in the UK feel about subtitles, and whether they would support their bid to make them more available in live shows, like musicals and plays. The project aimed to raise visibility of Captioning Awareness Week.
- [The Together Project](https://sapioresearch.com/success-stories/the-together-project/): The Together Project is a charity that creates intergenerational experiences, boosting wellbeing, reducing loneliness and enabling stronger, happier communities.
- [COVID-19 UK B2B Barometer](https://sapioresearch.com/success-stories/covid-19-uk-b2b-tracker/): When the full disruptive impact of COVID-19 first became clear in March 2020 businesses up and down the UK were plunged into a level of uncertainty not seen in generations. The press seemed to be obsessed with the impact on consumers, but brands selling into B2B markets were forgotten. So, to track business confidence and to help give UK businesses clarity during this turbulent time we launched the COVID-19 UK Business Barometer. We work with a range of B2B brands so we wanted to help them understand the pain points of their audiences and anticipate their changes in behaviour.
- [Tangle Teezer](https://sapioresearch.com/success-stories/tangle-teezer/): Tangle Teezer wanted to create an authentic emotional connection with the natural hair community. They hired Don’t Cry Wolf to create an activism campaign to celebrate Black and afro hair, engage the natural hair community, and improve representation.
- [Storm12](https://sapioresearch.com/success-stories/storm12/): A property developer in the South of England was preparing to launch a new brand, directed at a young, social and trendy audience, very different from the one they were used to. To get their new division ready to go, the developer invited Storm12, and another creative agency to pitch for the work on the launch campaign and the website. As the conversation went more into depth, Storm12 realised that their client was not completely familiar with this new audience and was open to finding more about them. So, they decided to include market research in their approach to inform their communion strategy and creativity.
- [Foxtrot Papa](https://sapioresearch.com/success-stories/foxtrot-papa/): Foxtrot Papa, an automotive content and experience agency wanted to raise their visibility among Comms Directors and Brand Directors in the Automotive sector. Foxtrot Papa needed to create their own thought leadership that demonstrated their understanding in their target market’s customer base and collect insights that would enable them to offer better counsel. So, Foxtrot Papa set out to potentially explore a number of topical issues but didn’t have direct access to their clients’ customer base.
- [Whirli](https://sapioresearch.com/success-stories/whirli/): Whirli is a unique and new to the market toy subscription service. Consumers pay monthly for different sized ‘toy boxes’; they choose their toys and their children play with them at leisure. When toys are got bored of, grown out of or forgotten, they are sent back for a new set and so on, helping to reduce costs and waste. At the end of 2018 they started a trial service run with customers who had registered their interest with the service. At this same time Whirli were looking to run some research with parents of children aged 0-7 in order to generate some headline stats which could be used to showcase the importance of reducing, reusing and recycling toys. Whirli were also hoping to understanding a bit more about how their target audience buy, manage, play and dispose of toys. The brief included full questionnaire design and collaboration, a 2,000-consumer survey plus analysis.
- [Flight Club](https://sapioresearch.com/success-stories/flight-club/): A themed London based bar wanted to launch the brand in new cities and locations. It wanted to do this in an elegant, on-brand way that wasn’t just another bunch of London luvvies demanding adoration from ‘the regions’ but instead ensured that the brand weaved itself into the local communities.
- [Praxis Medicare](https://sapioresearch.com/success-stories/praxis-medicare/): The start-up Praxis Medicare was looking to understand the market opportunity for a digital healthcare technology solution. Designed to help organisations (particularly SMEs), the system, which is based on historical healthcare data, uses Artificial Intelligence (AI), plus employees’ responses to help minimise absenteeism, improve engagement, increase staff retention levels and attract high calibre members of staff.
- [Jungheinrich](https://sapioresearch.com/success-stories/jungheinrich/): Jungheinrich, the leading intralogistics solution provider in Europe wanted to understand the market opportunity for an initiative, using the UK as a test bed. It was an entirely new truck acquisition and charging model based on the use of Telematics data; a technology which has the possibility of redefining the short term rental market for Fork Lift Trucks. Project requirements were two fold, not only generating strategic insights, but also forming part of a thought leadership campaign.
- [Maths – No Problem!](https://sapioresearch.com/success-stories/maths-no-problem/): Maths - No Problem!, a family owned publisher offering a teaching maths for mastery programme consisting of a print, digital and CPD offering, is on the brink of becoming one of the biggest disruptors in its space.
- [Kimberly-Clark Professional](https://sapioresearch.com/success-stories/k-cp/): Kimberly-Clark Professional partners with businesses to create "Exceptional Workplaces", helping make them healthier, safer and more productive. It manufactures and supplies out of home washroom, industrial wiping and PPE products, and introduces innovations into the market regularly. Although its own work identifies strengths K-CP recognises the power of having independent, objective proof that its products are better than the competition. To support product launches it’s essential that it has robust claims that can withstand legal scrutiny if necessary and be useable in a range of marketing content. Overcome the fact that customers and distributors have been used to using, buying and selling folded towels, and didn’t “think rolled”.
- [Kingsmill](https://sapioresearch.com/success-stories/kingsmill/): Make a relevant and lasting impact to support the launch of a new line of products, enhancing the baker Kingsmill’s reputation. The original research stats needed to be a foundation, highlighting a problem upon which a partner influencer could base their story and go onto sharing handy lunchbox hints and tips aimed at the target audience.
- [Charles Russell Speechlys](https://sapioresearch.com/success-stories/charles-russell-speechlys/): Reinforce the law firm, Charles Russell Speechlys’ positive reputation and offer Partners a platform from which to demonstrate their knowledge and expertise. Insights also needed to inform a division’s business and relationship development strategy, and lead to content that could be shared publicly. Given the uncertainty caused by the Brexit vote the adult social care sector was one such sector where the impact of leaving the EU needed to be understood and expertise shared.
- [BW](https://sapioresearch.com/success-stories/bw/): BW was aware of the gender “in balance” that existed in the Fit Out sector and wanted to initiate a conversation by understanding what was causing it, what could be done to help improve the situation and how more women could be attracted into the Industry. The initiative needed to be positive, focused on the importance of “balance” and be something that key employers in the industry could align with.
- [DocuSign](https://sapioresearch.com/success-stories/docusign/): To demonstrate DocuSign's thought leadership and ability to aid global Digital Transformation, by helping them understand what consumers expected from organisations and the challenges they faced. The study needed to understand whether there was a gap between expectations and execution, how these differed by region and where priorities lay.
- [OpenText](https://sapioresearch.com/success-stories/opentext/): To generate insight that would help position OpenText as thought leaders on Digital Transformation and Industry 4.0 in the Manufacturing sectors in the UK and Nordics. The research needed to be insightful, build on what was already published, be interesting enough to present as part of OpenText’s Innovation Tour in London and Stockholm and provide collateral for a White Paper.
- [Iptor](https://sapioresearch.com/success-stories/iptor/): To launch their new branding, Iptor, a provider of distribution management software, desired a supporting research piece to grab the attention of the logistics industry.
- [Zeta](https://sapioresearch.com/success-stories/zeta/): Zeta Global, a data driven marketing technology company wanted to explore customer behaviours and attitudes to highlight how companies need to shift their marketing strategies to keep up with their customers' pace and match their expectation.
- [Synchronoss](https://sapioresearch.com/success-stories/synchronoss/): To help support their service set, Synchronoss, a provider of mobile software and platform solutions, wanted to show a relationship between enterprise mobility and business success.

## Testimonials

## Team Member

## Landing Pages
- [Comms Questionnaire Essentials](https://sapioresearch.com/comms-questionnaire-essentials/)
- [Pricing Analysis Support Sheet](https://sapioresearch.com/pricing-analysis-support-sheet/)
- [Clear Air Methodology Support Sheet](https://sapioresearch.com/clear-air-methodology-support-sheet/)
- [MaxDiff Support Sheet](https://sapioresearch.com/maxdiff-personas-support-sheet/)
- [Mastery Model Support Sheet](https://sapioresearch.com/mastery-model-support-sheet/)
- [KANO Support Sheet](https://sapioresearch.com/kano-support-sheet/)
- [Brand Map Support Sheet](https://sapioresearch.com/brand-map-support-sheet/)
- [Data Driven Personas Support Sheet](https://sapioresearch.com/data-driven-personas-support-sheet/)

## FAQs
- [Can I upload and analyse my own data on the Data 2 Story platform?](https://sapioresearch.com/faqs/can-i-upload-and-analyse-my-own-data-on-the-data-2-story-platform/): At the moment, the platform exclusively uses high-quality, verified data generated by Sapio Research - we avoid external sources as we cannot guarantee their quality.
- [We already have an in-house research team who can do that](https://sapioresearch.com/faqs/we-already-have-an-in-house-research-team-who-can-do-that/): Our platform is designed to work alongside and enhance the work of in-house insights teams, not replace them. It streamlines routine data analysis tasks, freeing up internal researchers to focus on high-value strategic activities.
- [We already have and use data analysis tools](https://sapioresearch.com/faqs/we-already-have-and-use-data-analysis-tools/): We acknowledge that many teams already use internal analysis tools, but our platform is designed specifically to address market research challenges that often aren’t addressed by other tools. By providing data-driven, real-time narratives, Data 2 Story enables teams to react quickly to news events such as crisis communication needs, delivering insights that elevate storytelling and audience engagement.Data 2 Story is especially beneficial in situations that require rapid narrative development, such as crisis communications or responding to emerging news. With all the necessary data at hand, you can craft responsive, timely narratives, facilitating data-driven storytelling and news-jacking to stay relevant and proactive in media discussions.
- [Is the data secure?](https://sapioresearch.com/faqs/is-the-data-secure/): Data security is our top priority. We use industry-standard encryption and secure servers to protect all client data. Additionally, we comply with GDPR and other privacy regulations, ensuring that all data handling meets the highest security standards. Detailed information on our security protocols is available upon request.
- [How does it compare to other platforms out there?](https://sapioresearch.com/faqs/how-does-it-compare-to-other-platforms-our-there/): Our platform is uniquely tailored to address common pain points we’ve observed across clients in our decades of experience in the industry. We’ve designed it based on specific client feedback to tackle challenges not addressed by other tools. We encourage a trial to see the specific ways our platform meets your needs.
- [What about charts and visualisation?](https://sapioresearch.com/faqs/what-about-charts-and-visualisation/): Data 2 Story is designed as a data storytelling platform, to save you a lot of time analysing and crafting stories from your research data. It is not currently built as a dashboard or a data visualisation tool - to support with this, we offer other outputs such PPT reports (global, by countries, etc.), which are tailored to your needs and objectives.
- [Can I trust the output?](https://sapioresearch.com/faqs/can-i-trust-the-output/): At no point in the process will our platform look at external sources or perform any sort of web scraping. We understand the importance of reliable data, so our platform only uses data that you can trust, which is the data that our team of expert researchers rigorously collected and quality-checked for you.
- [How do I know which questions to ask or prompt to use to get the best result?](https://sapioresearch.com/faqs/how-do-i-know-which-questions-to-ask-or-prompt-to-use-to-get-the-best-result/): Our platform includes built-in examples and templates for questions to guide you in crafting effective queries and getting the best insights. Furthermore, our support team is available to assist you in tailoring your questions to specific project needs, ensuring that queries align with your objectives and result in valuable insights.
- [How much time and effort does it take to be able to use the platform?](https://sapioresearch.com/faqs/how-much-time-and-effort-does-it-take-to-be-able-to-use-the-platform/): The platform is designed to be intuitive and user-friendly, minimising the learning curve for new users. AI queries and prompts have been pre-engineered to enable you to get started immediately.During the onboarding phase we'll also provide a free training session for your team, ensuring they understand the core functionalities and can use the platform effectively. Additionally, you will be able to access extensive support resources, including tutorial videos and step-by-step guides, as well as in-platform chat support for assistance.
- [When is the right time to deploy qualitative research for my brand?](https://sapioresearch.com/faqs/when-is-the-right-time-to-deploy-qualitative-research-for-my-brand/): Read more about qualitative research and the right timing here
- [Can you interview my customers or my potential customers / can I use my own database? (brand research)](https://sapioresearch.com/faqs/can-you-interview-my-customers-or-my-potential-customers-brand-research/): Yes - sample can be supplemented from your own customer and prospect contact databases. However, this data needs to be segmented as those who are on databases are more likely to be aware of the brand in question, and have biases towards them. If the audience is particularly niche however, and the main objectives is to understand what other competitors are out there, as well as how the brand is perceived, this data can still have value.
- [Brand trackers – advice and good practice](https://sapioresearch.com/faqs/brand-trackers-advice-and-good-practice/): We recommend that B2B Brand Trackers are repeated once per year. If these are run more frequently, it could be difficult to see significant changes in results between waves. With consumer studies, running trackers more regularly is easier, because of the large sample sizes – with B2B it’s often not possible to get similar sample sizes. If brand trackers are run less frequently than once per year, it may be difficult to react to changes, and data used may be outdated.
- [What metrics can be measured in Brand Research?](https://sapioresearch.com/faqs/what-metrics-can-be-measured-in-brand-research/): Unprompted and Prompted awareness levels Brand Sentiment (positive or negative association) Brand Usage and Consideration Brand Preference Brand Trust and Loyalty (e.g. Net Promoter Score) Brand Associations (and in comparison to competitors) Competitive Landscape Mapping
- [What can you find out with Brand Research?](https://sapioresearch.com/faqs/what-can-you-find-out-with-brand-research/): The impact and success of marketing & PR activity on key brand metrics Awareness and visibility levels and how these differ by audience group The characteristics of your brand How your brand differentiates from the rest of the market What customers value in a brand How your brand can be positioned to address customers’ needs Consideration levels for your brand Competitive threats and opportunities How the brand should develop (e.g. due to changing opinions, changing market) Implications of brand architecture. Changes over time as the above is tracked on a regular basis
- [What sample size do I need?](https://sapioresearch.com/faqs/what-sample-size-do-i-need/): We often get this question - please read our detailed answer in this article explaining what makes a good, robust and useable research sample.
- [The research is for my client – can you invoice them directly?](https://sapioresearch.com/faqs/the-research-is-for-my-client-can-you-invoice-them-directly/): The contract is with whomever signs our statement of work, so if your client signs this, then the invoice will go directly to them. So, yes, we can invoice the client but let us know before we start.
- [How do you make sure the data is good quality?](https://sapioresearch.com/faqs/how-do-you-make-sure-the-data-is-good-quality/): We have a number of ways to make sure that there is no dodgy data. Please read our full report on "Quality in market research panels".
- [How and where do you run training sessions?](https://sapioresearch.com/faqs/how-and-where-do-you-run-training-sessions/): We're happy to adapt to your needs. You're welcome to join us in our London Bridge office, or we can come to you providing that you're based in London. These can also be hosted online if your team is based remotely. We can compile the training into one workshop or run a series of sessions about a particular research theme or topic.Finally, you don't need to be an existing or active customer to benefit from our research training services. We're happy to help even if you don't have a survey booked in with us!Feel free to get in touch with us so we can understand your needs and recommend the best way to help you and your team!
- [Do you have examples of your work?](https://sapioresearch.com/faqs/do-you-have-examples-of-your-work/): Yes, we have many examples of past work in addition to what's on our website. Please drop us a line and we'll be more than happy to send them across to you.
- [How can you help with marketing assets based on the research?](https://sapioresearch.com/faqs/how-can-you-help-with-marketing-assets-based-on-the-research/): We’d be delighted to help you promote your research findings by producing whatever marketing assets you need. Our in-house creative team can work from your brand guidelines and design fully branded marketing assets (e.g. whitepapers, blogs, infographics, etc.), or just produce copy and content in whatever format you need.
- [What will the headlines be?](https://sapioresearch.com/faqs/what-will-the-headlines-be/): We cannot guarantee what the headlines will be; audience behaviour can be difficult to predict. Besides, if you know the results for sure, what would be the point in the survey?However, we can advise you on how each question supports headlines and the type or reliability of opinions you might get.
- [How are the respondents paid?](https://sapioresearch.com/faqs/how-are-the-respondents-paid/): Panel members are paid for participating. They earn money or points based on the amount of time they take to complete the survey. These incentives are included in the costs we give you.
- [Can I have the contact details of the respondents?](https://sapioresearch.com/faqs/can-i-have-the-contact-details-of-the-respondents/): Unfortunately, we cannot give you the contact details of the respondents as everything is done anonymously and confidentially.
- [Can you interview my customers or my potential customers?](https://sapioresearch.com/faqs/can-you-interview-my-customers-or-my-potential-customers/): Yes, if you have their contact details, we can certainly do this in the UK or internationally. We are the experts for this type of research. We can also advise you on the best people to interview, how to access them and the sample size needed.Just tell us the kind of person who would be a good customer for you.
- [How do you get the right people for the survey?](https://sapioresearch.com/faqs/how-do-you-get-the-right-people-for-the-survey/): We have over 20 years of experience in the B2B sector, working in technology, business services, manufacturing, built or logistics. We can run large online B2B surveys or conduct 1-1 interviews - just tell us what you need and we'll work from there.
- [Can I change questions after I’ve given the go ahead?](https://sapioresearch.com/faqs/can-i-change-questions-after-ive-given-the-go-ahead/): Unfortunately not. After the questions have been finalised there is no room for change as these may have already been sent off to our respondents or to translation.
- [How long will the research take? What is the process and next steps?](https://sapioresearch.com/faqs/how-long-will-the-research-take-what-is-the-process-and-next-steps/): 1. Scoping and research design
- [How can I use the research? What can I do with the insights?](https://sapioresearch.com/faqs/how-can-i-use-the-research-what-can-i-do-with-the-insights/): The simple answer is, “almost everything”! When it comes to using research insights the opportunities of repurposing your content and transforming it into different formats are endless. You can: